Broadcasting (Jul - Dec 1944)

THE VIOLIN , . . the singing voice^^ of the symphony Did you know the name violin was applied originally to not one instrument, but to a family of four instruments corresponding to the four human voice parts? Of this violin family, the oldest member is the viola. Because of their special fitness for singing melodiously, violins have long been used in orchestras to carry the all-important "voice" parts. How old is the violin? It is difficult to say — for the violin is the result of extremely slow evolution. Ancient instruments contributing to its development include the Egyptian lyre and kithera, the medieval rebec and the fiddle of 13th Century Europe. By the early 16th Century, the true violin had emerged — and the Italian town of Cremona became famous for fine violins. "Four and twenty fiddlers" During the reign of Louis XIII of France, the "band of 24 violins of the King's chamber" was formed to play at court. Imitated in England in the "King's Music," the 24 violins became the "four and twenty fiddlers" of the familiar nursery rhyme. In early symphonies, the violins were almost always playing — and you will find them still the "singing voice" of the symphony today. THE VOICE OF THE VWLIlS-extending over a frequency range from 200 to more than 10,000 c.p.s.—has never yet been recorded commercially with absolute fidelity. But you witl find that the most nearly perfect transcriptions note available are: VERTICAL CUT RECORDINGS! WHITEHALL PHARMACAL Co., a division of American Home Products Corp.. has named Chester C. Willard merchandising manager, with headquarters at 22 E. 40th St., New York. BROWNING KING & Co., New York clothing dealers, has appointed E. T. Howard Co., New York, to handle advertising. Radio may be used, although media plans have not been completed. DR. A. W. CHASE MEDICINE Co., Oakville, Ont., has started transcribed musical programs, newscasts and spot announcements on a number of Canadian stations. Account is placed by Ardiel Adv. Agency, Oakville, Ont. O'ROURKE OF CALIFORNIA, San Francisco (Castle hats), using radio for the first time, on Dec. 6 started sponsorship of Wednesday night hockey games at Winterland, San Francisco, on KROW Oakland (Cal.). Contract for season is expected to run 15 weeks. Agency is Garfield & Guild, San Franci?co. WESTMINSTER CANNERS Ltd., Vancouver, has started spot announcomant campaign on Canadian Pacific coast stations. Account is placed by Cockfield Brown & Co., Vancouver. IMPERIAL OPTICAL Co., Toronto, has started weekly quarter-hour transcribed talks on a number of stations in eastern Canada and Newfoundland. Agency is Locke, Johnson & Co., Toronto. CROSSE & BLACKWELL Ltd., Toronto (foods), has started transcribed spots six times weekly on a number of Canadian stations. Account was placed by A. McKim Ltd., Toronto. VIAU Ltd., Montreal (biscuits), has started twice-weekly musical quarter-hour on three French-language stations. Account was placed by Canadian Adv. Agency, Montreal. I Electrical Research Products Dimsiott Of Western Electric Company I N CO nPO RATED ' 195 BROADWAY, NEW YORK, N.Y. ,■•1 ^^^^ Out here in the great open country, radio is more than incidental entertainment. It's the constant companion. In the Red River Valley, WDAY is the exclusive NBC outletand WDAY has more than 50% regular listenership (daytime) in 56 counties of North Dakota, South Dakota and Minnesota! Won't you write for the actual survey maps and figures? WDAY FARGO, N. D. . . . 5000 WATTS N. B. C. AFFILIATED WITH THE FARGO FORUM FREE 6 PETERS, NATIONAL REPRESENTATIVES Elgin Xmas Show ELGIN NATIONAL WATCH Co., Elgin, 111. will sponsor a two-hou Christmas Day show, 4-6 p.m. on the full CBS network. Program talent will include Bob Hope, Jacl Benny and Rochester, Bing Crosby Carmen Miranda, the Don Cossacl Choir, Joseph Szigetti, with Dor Am.eche as m.c. Tony Stanford wil handle production. Elgin agency if J. Walter Thompson Co. AMERICAN SCHOOL, Chicago (hom. study courses), through Gulp Adv., Lo: Angeles, in a West Coast campaign, i sponsoring daily quarter-hour recorde< musical program on KFVD Los Angele and KROW Oakland. Weekly 30-mlnut. program of music and news is used or KRKD Los Angeles. Other stations will b' added. M. WEINSTEIN, Los Angeles (jewelers) adding to local schedule on Dec. 2 ex panded five-weekly Gems of Music to si; times per week on KECA Los AngeleE Agency is Adolph Wenland Adv., Lo Angeles. PACKARD BELL Co., Los Angeles (radios equipment), has appointed Dan B. Mine Co., Los Angeles, to handle advertisinft ^ effective Jan. 1. Radio will continue ti^ • be used along with other media. YOUTH FOR CHRIST Inc., Los Angele!! (religious), in addition to weekly half ■ hour live broadcast ChaUenge to Youth oi i KMPC Hollywood, has started transcribe^, version of program on KGA Spokane am' KTKN Ketchikan. Other stations will b. added. Agency is Tom Westwood Adv., Lo! Angeles. ' PETROL CORP., Los Angeles (petroleur' ' products), has appointed Ken McNeUl il Staff, Los Angeles, to handle advertising, Firm will continue to use radio and cur rently has daily spot announcement schedi F ule on KNX KECA KFI KHJ KFWl KPRO KFXM KTMS KGB KFSD KMPC with one per week on KFAC. LOS ANGELES EXAMINER, Los Angele (newspaper), has appointed Dan B Miner Co., Los Angeles, to handle adveii tising. Radio will be used. P. DUFF & SONS, Pittsburgh, Pa. (oak mix), on Jan. 1 starts thrice-weekly quat ter-hour participation in Meet the Missu on eight CBS Pacific stations, Mon. Wee Fri. 2:30-3 p.m. (PWT). Contract is for 5 weeks. Participation show originates fror Earl Carroll Theatre-Restaurant, Holly' wood. Agency is W. Earl Bothwell Adv. Pittsburgh. Seal-Cote Co., Hollywooi (fingernail polish preserver), throug) Buchanan & Co., Los Angeles, on Nov' 28 started participation twice-weekly ii , that program utilizing Tuesday am T Thursday time. Contract is for 13 weeks ~ CHICAGO UNITARIAN Council, Chicago]; has begun sponsorship of a quarter-hou' show Sunday for 13 weeks on WAIT Chii 3j cago. Account was placed direct. n i GABY Co., Philadelphia, has announce? 3 the appointment of Al Paul Lefton Co. Philadelphia, as advertising agency. Plan are being formulated for the extensive advertising of Gaby Sun Tan Lotion, Gabj: i Anti-Chap, Gaby Hand Lotion, and othe^ , Gaby products in radio, newspapers, na^ ' tional magazines, outdoor, car cards ant trade journals. SPEED AND INDEPENDENCE IN WORLD WIDE NEWS COVERAGE UNITED PRESS Page 50 • December 11, 1944 BROADCASTING • Broadcast Advertisim '